CGT_SalesMarketingReport_Sept2024 PREGATE consumer goods companies, budgets, rising inflation, lower margins, sales and marketing pressure, tech capabilities, generative AI, social commerce, retail media, ROI, assessments, budget oversight, exploratory stage, tech investment, marketing technology

2024 CGT Sales & Marketing Research Report

Leaders make the case for emerging technology amid budget and ROI concerns

By Jenny McTaggart

As consumer goods companies have more closely scrutinized their budgets to counter such factors as rising inflation and lower margins, sales and marketing is under pressure. While leaders are eager to elevate their tech capabilities — whether that means generative AI, social commerce, or retail media — they feel constrained by calls for more detailed ROI assessments and budget oversight. Speaking of that shiny object: While generative AI may be garnering many of the headlines, most companies remain in the exploratory stage.

Expect generative AI to have a significant influence on the industry in the next 18 months

Keep reading to learn more about leaders’ plans for tech investments, how KPIs are changing, and top-of-mind consumer behaviors that will dictate the industry’s path forward.

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Currently use Instagram for sales & marketing initiatives

Cite budget constraints as the top roadblock to success

Expect TikTok to be the most important social platform over the next 18 months

Leverage AI/ML, with top uses including social media marketing and e-commerce

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2024 CGT Sales & Marketing Research Report

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Leaders make the case for emerging technology amid budget and ROI concerns

By Jenny McTaggart

As consumer goods companies have more closely scrutinized their budgets to counter such factors as rising inflation and lower margins, sales and marketing is under pressure. While leaders are eager to elevate their tech capabilities — whether that means generative AI, social commerce, or retail media — they feel constrained by calls for more detailed ROI assessments and budget oversight.

Speaking of that shiny object: While generative AI may be garnering many of the headlines, most companies remain in the exploratory stage.

Expect generative AI to have a significant influence on the industry in the next 18 months

Cite budget constraints as

the top roadblock to success

Expect TikTok to be the most important social platform over the next 18 months

Leverage AI/ML, with top uses including social media marketing and e-commerce

Currently use Instagram for sales & marketing initiatives

Keep reading to learn more about leaders’ plans for tech investments, how KPIs are changing, and top-of-mind consumer behaviors that will dictate the industry’s path forward.

CLICK HERE

CLICK HERE

Keep reading to learn more about leaders’ plans for tech investments, how KPIs are changing, and top-of-mind consumer behaviors that will dictate the industry’s path forward.

2024 CGT Sales & Marketing Research Report

Leaders make the case for emerging technology amid budget and ROI concerns

title sponsor

Presented by

of

of

By Jenny McTaggart

As consumer goods companies have more closely scrutinized their budgets to counter such factors as rising inflation and lower margins, sales and marketing is under pressure. While leaders are eager to elevate their tech capabilities — whether that means generative AI, social commerce, or retail media — they feel constrained by calls for more detailed ROI assessments and budget oversight.

Cite budget constraints as

Leverage AI/ML, with top uses including social media marketing and e-commerce

Expect TikTok to be the most important social platform over the next 18 months

Currently use Instagram for sales & marketing initiatives

Expect generative AI to have a significant influence on the industry in the next 18 months